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Brand Image of MBA Business Schools in South Africa as driver of customer-based brand equity
Author(s)
Coop, WF
Date Issued
2002
Type
Thesis
Publisher
Cape Technikon
Abstract
Brand image has long been recognised by marketers and brand researchers alike as an
important concept in marketing. Brand image as defined by Keller (1993), is complex
and consists of perceptions about a brand as reflected in memory by the brand
associations held in consumer memory. These brand associations are the other
informational nodes linked to the brand in memory and contain the meaning of the brand
for consumers. Brand image in turn will impact on customer-based brand equity which
Keller (1993) defmes as the differential effect that overall brand knowledge has on
consumer response to the marketing effort of a brand. This study investigates the importance and relevance of brand image and its impact on
customer-based brand equity in a high-involvement purchase, using the MBA market as
the field of study.
Based on the findings of the research conducted by Markinor (2001) regarding the
perceptions of business schools by MBA graduates in South Africa, the writer developed
an Integrated Brand Management Model which will serve as a conceptual framework for
managing the "brand gap", defined as the gap that exists between brand identity (as
proposed by the organisation), and brand image (as perceived by the consumer).
Furthermore, the model illustrates the dimensions of brand identity that need to be
managed on an ongoing basis by brand managers to ensure the success of a brand, and the
resultant impact that this management process will have on the various dimensions of
brand equity.
important concept in marketing. Brand image as defined by Keller (1993), is complex
and consists of perceptions about a brand as reflected in memory by the brand
associations held in consumer memory. These brand associations are the other
informational nodes linked to the brand in memory and contain the meaning of the brand
for consumers. Brand image in turn will impact on customer-based brand equity which
Keller (1993) defmes as the differential effect that overall brand knowledge has on
consumer response to the marketing effort of a brand. This study investigates the importance and relevance of brand image and its impact on
customer-based brand equity in a high-involvement purchase, using the MBA market as
the field of study.
Based on the findings of the research conducted by Markinor (2001) regarding the
perceptions of business schools by MBA graduates in South Africa, the writer developed
an Integrated Brand Management Model which will serve as a conceptual framework for
managing the "brand gap", defined as the gap that exists between brand identity (as
proposed by the organisation), and brand image (as perceived by the consumer).
Furthermore, the model illustrates the dimensions of brand identity that need to be
managed on an ongoing basis by brand managers to ensure the success of a brand, and the
resultant impact that this management process will have on the various dimensions of
brand equity.
Additional information
Thesis (MTech (Marketing))--Cape Technikon, 2002.
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